面对新的报道方式,Instagram上的信息视频吸引了新的观众

IF 2.6 4区 管理学 Q1 COMMUNICATION
María-Isabel Rodríguez-Fidalgo, Adriana Paíno-Ambrosio, Francisco-Javier Herrero-Gutiérrez
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引用次数: 0

摘要

近年来,由于对数字媒体的适应,当前的媒体生态系统发生了变化,影响到所有类型和视听格式。因此,从参与的角度来看,由于社交网络提供的可能性,观众-用户获得了前所未有的主角地位。信息类节目非但没有背弃这一现实,反而与之结盟,并在探索接触观众的新方式,最新的趋势之一与信息类电视频道和Instagram视频的使用有关。本研究主要以RTVE Noticias (@rtvenoticias)为案例,分析他们在这个平台上对Instagram revels的使用和传播策略,正是因为这是最近比较受欢迎的功能。研究结果表明,RTVE Noticias目前在通过这一媒体进行信息传递方面没有明确的策略,这意味着从其他媒体中重复使用内容,而没有真正利用网络的叙事潜力,导致与粉丝的互动很低。获得的主要结果使我们能够从信息和消费的角度,主要是在最年轻的用户中,继续进行与媒体使用社交网络相关的丰富的学术辩论。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Informative reels on Instagram in the face of new ways of reporting to attract new audiences
In recent years, the current media ecosystem has been transformed owing to the adaptation to digital media, affecting all genres and audiovisual formats. As a result, from the point of view of participation, the viewer-user has acquired an unprecedented protagonism owing to the possibility now offered by social networks. The informative genre, far from turning its back on this reality, has allied itself with it and is exploring new ways of reaching audiences, and one of the latest trends has to do with informative television channels and the use of Instagram reels. This research focuses on the case of RTVE Noticias (@rtvenoticias), with the purpose of analyzing the use and communication strategy that they make of Instagram reels on this platform, precisely because it is the feature that has achieved more popularity of late. The findings show that RTVE Noticias does not currently have a clear strategy when it comes to informing through this medium, which translates into content being reused from other media without really taking advantage of the narrative potential of the network, resulting in low interaction with followers. The main results obtained allow us to continue a rich academic debate related to the media’s use of social networks from the perspective of information and consumption, mainly among the youngest users.
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来源期刊
CiteScore
8.10
自引率
9.50%
发文量
109
期刊介绍: El profesional de la información es una revista sobre información, bibliotecas y nuevas tecnologías de la información. Primera revista española de Biblioteconomía y Documentación indexada por las dos bases de datos bibliográficas internacionales más importantes: ISI Social Science Citation Index y Scopus
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